Fundamentals of creative advertising. (©2006)

• Record Type: Book
• Further Information: Note: Caroline Barfoot, Ken Burtenshaw, Nik Mahon.
• Other Names: Barfoot, Caroline; Burtenshaw, Ken; Mahon, Nik
• Contents: How to get the most out of this book. Introduction. The agency structure. The media options: Posters; Ambient media; Newspapers and magazines; TV and cinema; Radio; Direct mail; Online advertising. Campaign planning and strategy: The client; What else does the agency need to know?; Market research; The campaign planning cycle. The creative brief: The role of the brief; Developing the brief; The content of the brief. The creative concept: The creative team; Research and familiarisation; Idea generation (ideation); Copywriting; Visualising the concept. Art direction: Photography and illustration; The photographic shoot; Crafting the campaign look; Typography; A picture is worth a thousand words. The future of advertising: A changing industry; Industry perspectives. Appendix: Conclusion; Student resources; Thanks.
• Publisher Details: Lausanne, Switzerland La Vergne, TN : AVA Academia Distributed in the USA and Canada by Ingram Publisher Services
• Publication Date: 2006
• Copyright Date: 2006
• Extent: 1 online resource (183 pages), illustrations
• Subjects: 659.1; Branding (Marketing); Advertising; Advertising; Branding (Marketing); Electronic books
• Languages: English
• ISBNs: 9782940439911; 2940439915
• Related ISBNs: 9782940373185; 2940373183
• Notes: Note: Includes bibliographical references.; Note: Print version record.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.